Celebrity messages reduce online hate and limit its spread

Eaman Jahani, Blas Kolic, Manuel Tonneau, Hause Lin, Daniel Barkoczi and Samuel P. Fraiberger
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Hause Lin: Massachusetts Institute of Technology

No qmvuh_v1, SocArXiv from Center for Open Science

Abstract: Online hate spreads rapidly, yet little is known about whether preventive and scalable strategies can curb it. We conducted the largest randomized controlled trial of hate speech prevention to date: a 20-week messaging campaign on X in Nigeria targeting ethnic hate. 73,136 users who had previously engaged with hate speech were randomly assigned to receive prosocial video messages from Nigerian celebrities. The campaign reduced hate content by 2.5% to 5.5% during treatment, with about 75% of the reduction persisting over the following four months. Reaching a larger share of a user’s audience reduced amplification of that user’s hate posts among both treated and untreated users, cutting hate reposts by over 50% for the most exposed accounts. Scalable messaging can limit online hate without removing content.

Date: 2026-01-13
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Persistent link: https://EconPapers.repec.org/RePEc:osf:socarx:qmvuh_v1

DOI: 10.31219/osf.io/qmvuh_v1

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